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The name of the series was originally Cine Mexicano, but after a few years, San Diego Latino Film Festival Ethan Van Thillo changed it to Cinema en tu Idioma ("Film in your Language"), a riff on Landmark's old "The Language of Cinema" trailer.

Van Thillo's goal was to pluck smaller films from the festival circuit and give them a week's run in a commercial venue. It worked! Next month, Cinema en tu Idioma begins its 12th annual showcase of new Latin American, Mexican and Spanish Cinema.

Were it not for this series, San Diegans would never have had a shot at such outstanding films as Machuca, Fermat's Room, La Ley de Herodes, and my personal favorite, Tony Manero, the tale of a Chilean man who will stop at nothing to get a dose of disco.

The series runs August through November at UltraStar Mission Valley Cinemas at Hazard Center. General admission is $10, students, seniors & Media Arts Center members pay $8. There is also an 8-film festival pass available for $65.

Here is August's schedule and showtimes.

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Gabriela Tagliavini's Without Men starring Eva Longoria and Christian Slater. Screening times: Fri. 8/5 8:30pm, Sat. 8/6 8:30pm, Sun. 8/7 4:00pm, Mon. 8/8 4:00pm, Tues. 8/9 4:00pm, Wed. 8/10 8:30pm, Thurs. 8/11 8:30pm.

Amy Wendel's All She Can starring Corina Calderon and Jeremy Ray Valdez. Screening times: Fri. 8/5 6:15pm, Sat. 8/6 6:15pm, Sun. 8/7 8:30pm, Mon. 8/8 8:30pm, Tues. 8/9 8:30pm, Wed. 8/10 6:15pm, Thurs. 8/11 6:15pm.

Bigas Luna's Di Di Hollywood starring Elsa Pataky and Peter Coyote. Screening times: Fri. 8/5 10:45pm, Sat. 8/6 10:45pm, Sun. 8/7 6:15pm, Mon. 8/8 6:15pm, Tues. 8/9 6:15pm, Wed. 8/10 10:45pm, Thurs. 8/11 10:45pm.

José Joffily's Blue Eyes starring David Rasche and Frank Grillo. Screening times: Fri. 8/5 11:30am, Sat. 8/6 11:30am, Sun. 8/7 10:45pm, Mon. 8/8 10:45pm, Tues. 8/9 10:45pm, Wed. 8/10 11:30am, Thurs. 8/11 11:30am.

Yong Mun Chee's Where the Road Meets the Sun starring Elsa Pataky and Eric Mabius. Screening times: Fri. 8/5 1:45pm, Sat. 8/6 1:45pm, Sun. 8/7 11:30am, Mon. 8/8 11:30am, Tues. 8/9 11:30am, Wed. 8/10 1:45pm, Thurs. 8/11 1:45pm.

William Wedig's Forged starring Manny Perez and David Castro. Screening times: Fri. 8/5 4:00pm, Sat. 8/6 4:00pm, Sun. 8/7 1:45pm, Mon. 8/8 1:45pm, Tues. 8/9 1:45pm, Wed. 8/10 4:00pm, Thurs. 8/11 4:00pm.

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